This paper argues that mobile should be used more widely by researchers in order to conduct large-scale studies in emerging markets quickly, accurately and efficiently. View Summary

This paper argues that mobile should be used more widely by researchers in order to conduct large-scale studies in emerging markets quickly, accurately and efficiently.

China has the largest mobile internet market in the world, making mobile the obvious data collection method of choice.

The study looked at diabetes in China: the country is set to become the world's largest economy but also one of the largest healthcare markets, and diabetes a growing problem.

The objective was to test whether a new research methodology, using a sampling method via apps and smartphones, could produce relevant results in a very important but difficult market.

The results show that measuring lifestyles via mobile and illness diagnoses via specific health apps can help prevent the spread of diabetes in China.

3

Don’t take too seriously the sirens of dystopia

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Melanie Howard, Market Leader, Quarter 2, 2015, pp. 53-53

This article argues that, with the proliferation of gloomy tomes about modern society, gloom sells more than sex on the social science market. View Summary

This article argues that, with the proliferation of gloomy tomes about modern society, gloom sells more than sex on the social science market.

Each year, new titles are published with an emphasis on human deterioration in the modern world, an implication that life was once simpler and richer and that something needs to be done to stop it from getting worse.

Much of the language employed today is not too dissimilar to that used by some pre-internet writers in the 1990s.

The insight community has to be proactively suspicious and rigorously sift the messages and warnings before allowing them anywhere near commercial strategy.

4

Health & wellness foods: The marketer's recipe book

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Dolly Jha and Rishi Sharma, Nielsen, February 2015

This article looks at the health and wellness food sector in India and reveals the key drivers of perception that brands need to focus on to win in this market. View Summary

This article looks at the health and wellness food sector in India and reveals the key drivers of perception that brands need to focus on to win in this market.

The health and wellness segment in India is worth INR 33,000 crore, growing 6% over the last year.

This study reveals that Indian consumers purchase health and wellness products not just to stay fit and disease-free but also to feel confident and attractive.

Peace of mind was also found to be an important attribute.

5

Health and the high street: How retail, food and drink brands are shaping UK health with content

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Research on Warc, NewsCred, February 2015

This article demonstrates how UK consumers want to make better, more confident choices around health and wellbeing and how relevant brands can make the most of these opportunities. View Summary

This article demonstrates how UK consumers want to make better, more confident choices around health and wellbeing and how relevant brands can make the most of these opportunities.

47% of British consumers say they have become more health-conscious in the past 12 months but just 27% feel informed regarding health issues; brands can fill this gap because 76% say brands have a responsibility to provide consumers with health content.

Health-related content is improving consumer opinion of the brands that offer it but transparency is essential as consumers are suspicious of the agenda behind branded-food health content - the 65 plus age group is the most sceptical.

Consumers are particularly keen for supermarket, food and drinks brands to be more involved in delivering this kind of content but need them to go beyond calorie counts, which consumers find less useful than fat and sugar content, condition specific information and disease prevention information.

Examples of how brands have met this challenge include Boots WebMD, the pharmacy chain's health advice site, Sainsbury's Active Kids, the supermarket's scheme that encourages activity in children, and M&S Eat Well, the supermarket's campaign to help customers choose healthier diets.

6

We are what we eat: Healthy eating trends around the world

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Nielsen, January 2015

This article analyses body image perceptions and healthy eating trends around the world, revealing growth opportunities for food manufacturers as 50% of consumers are actively trying to lose weight by making more healthy food choices. View Summary

This article analyses body image perceptions and healthy eating trends around the world, revealing growth opportunities for food manufacturers as 50% of consumers are actively trying to lose weight by making more healthy food choices.

In Nielsen’s Global Health & Wellness Survey, 65% of respondents said they are cutting down on fats with 57% expanding their diets with more natural, fresh foods.

Foods with all natural ingredients and those without genetically modified organisms (GMOs) are each considered very important to 43% of global respondents.

A willingness to pay a premium for health benefits was higher in developing markets than elsewhere.

7

The sugar backlash and its effects on global consumer markets – executive briefing

This report sets out key issues for food and drink manufacturers as anti-sugar sentiment rises, driven by health concerns and health campaigners.

As concern over the impact of sugar on health rises, health campaigners are demanding action, and governments are likely to regulate and tax sugar more.

Companies have responded by launching lower calorie versions of products, using different sweeteners and creating smaller portion sizes.

Anti-sugar feeling is likely to continue, with consumers paying greater attention to labels and preferring natural sweeteners such as stevia and monk fruit.

8

Health & wellness in America

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Nielsen, August 2014

This report investigates changes in the health and wellness sector in the United States. View Summary

This report investigates changes in the health and wellness sector in the United States.

The report is divided into three sections, the first looking at the consumer perspective with a detailed analysis of consumer aspirations and purchase behaviours.

The second part focuses on the marketplace, including growth rates and retail trends.

The third section reveals trends and opportunities for manufacturers and retailers to capitalise on.

9

Brands, Health and Wellness: Your Health, Yourself

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WPP Atticus Awards, Highly Commended, Corporate, 2013

This article examines how brands can help consumers make use of personal data to manage their health and wellbeing. View Summary

This article examines how brands can help consumers make use of personal data to manage their health and wellbeing.

Having access to more personal health information can help people to fully understand and appreciate the risks and rewards of our daily behaviours and change them accordingly.

There are also potential drawbacks, including the disappointment of missing out on goals, pressure over sharing results, an inability to analyse the data and privacy concerns over opening up more personal data.

Specific recommendations for personalised health programmes are determined by looking into five key areas - fitness, nutrition, adherence, over-the-counter (OTC) and personalised medicine - through the eyes of a typical consumer in Europe.

10

Sports participation: Executive briefing

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Euromonitor Strategy Briefings, June 2014

This report discusses the growth of sports participation observed across age groups and markets globally and how this creates opportunities for brands. View Summary

This report discusses the growth of sports participation observed across age groups and markets globally and how this creates opportunities for brands.

Drivers of this trend include urban and sedentary lifestyles, concern about obesity and issues around identity.

Extreme and adventure sports have become more popular, as have running, cycling and gyms - the latter despite economic difficulties.

Sportswear, nutrition and premium products all benefit from this trend, and technology plays an increasingly important role.

11

Dannon's "tribe" provides a new model for shopper insights

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Geoffrey Precourt, Event Reports, Focus on Consumer Insight, May 2014

This event report discusses how Dannon, the dairy group, developed a market research technique which yielded significant insights into the health-and-wellness shopper, and helped attract the attention of its retail partners. View Summary

This event report discusses how Dannon, the dairy group, developed a market research technique which yielded significant insights into the health-and-wellness shopper, and helped attract the attention of its retail partners. In getting to know the health-conscious consumer, the firm created a "tribe" of 93 individuals from its target audience. They provided photos and stories covering their typical shopping experience, and were asked to assess each other's behavior - promising more accurate appraisals than if individuals analyse their own choices and habits. Dannon also set participants a variety of tasks and challenges, like attending farmers' markets to see the different food and experiences on offer. Members of its sample also typically favoured different retailers, meaning Dannon could offer its partners specific insights into their customer base.

12

Working on sociocultural dynamics and customers' segmentation from local to global: An application case on well-being, health and Generation Z

This paper describes research in China which seeks to understand Generation Z through a 'glocal' approach to segmentation. View Summary

This paper describes research in China which seeks to understand Generation Z through a 'glocal' approach to segmentation. Consumers in China are increasingly connected through technological advances, with this changing how people relate to time and each other, and how this could drive changes in the automotive market. International research was used to generate a sociocultural segmentation of consumers, with profiles developed based on expectations. Findings in China include a low risk approach to making the large purchase decision of a car, demands for greater choice and changing preferences over car models. These consumers prioritise safety, and prefer human-centred technology that improves their experience.

13

The new austerity: What future for indulgence and excess?

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Will Seymour, Future Foundation, February 2014

This article discusses how a rising awareness of the consequences of indulgent and excessive consumption is affecting consumer attitudes and behaviours globally. View Summary

This article discusses how a rising awareness of the consequences of indulgent and excessive consumption is affecting consumer attitudes and behaviours globally. There is growing support for regulation of excess, such as taxing unhealthy foods, with governments/authorities finding new ways to explain risks to people. Developments in technology allow growing numbers of people to track and analyse the impact of their own consumption choices on their body, with a growing passive element. Advances have also been made in products that allow consumers to indulge in a behaviour without the negative consequences (e.g. e-cigarettes). Quantifying the impact of indulgences and finding a way to reduce or offset them could be facilitated by further advances in technology, with important implications for brands.

14

Trendwatch: Mychiatry

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David Mattin, Admap, December 2013, pp. 8-8

This article explains the trend of 'mychiatry': the use of new digital tools that allow the individual to track and improve mental wellbeing. View Summary

This article explains the trend of 'mychiatry': the use of new digital tools that allow the individual to track and improve mental wellbeing. This trend builds on the better-established use of digital innovation for improving physical wellbeing through sleep, diet and exercise monitoring. A mobile app, Shadow, which helps users to understand their dreams by waking them gradually and prompting them to record dreams, is described.

This paper describes a new study, in which using positive interventions at the beginning, during and at the end of focus groups and individual interviews was found to increase engagement and creativity for research respondents, generating deeper and richer insights for innovation and foundational research. View Summary

This paper describes a new study, in which using positive interventions at the beginning, during and at the end of focus groups and individual interviews was found to increase engagement and creativity for research respondents, generating deeper and richer insights for innovation and foundational research. Positive affect has been shown to increase creativity and problem-solving, while interventions developed from positive psychology, the scientific study of well-being, have been shown to increase engagement, verbal fluidity and creativity in clinical and non-clinical populations. The approach drives engagement and enjoyment of the research process for both respondents and backroom observers, and creates high-calibre experiences for all.

16

Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements

A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements. View Summary

A multi-method study was conducted to, first, establish the prevalence of types of health- and nutrition-related (HNR) claims (nutrient content, structure/function and health claims) with benefit-seeking and risk-avoidance appeals in food advertisements appearing in magazines with large female audiences and, second, determine the effects of the two HNR-paired appeal types on females’ evaluative judgements of food advertisements. Analysis of 633 food advertisements from eight women-orientated magazines found a substantial use of risk-avoidance appeals in food advertising, primarily in association with nutrient content claims. Risk-avoidance appeals were especially present in product categories considered relatively unhealthy and less nutritious. Two experiments conducted to examine appeal-type effects in association with nutrient content claims found that both benefit-seeking and risk-avoidance appeals enhanced perceived healthiness of advertised food products among females; however, risk-avoidance appeals were preferred to benefit-seeking appeals, regardless of food healthiness­.

17

How Citi Bike transformed perceptions of Citibank

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Stephen Whiteside, Event Reports, Advertising Week, September 2013

This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image. View Summary

This report explains how Citibank, the financial services provider, sponsored a bike-sharing scheme in New York to improve its brand image. Despite initial launch problems and fierce criticism, once the Citi Bike program started running, New Yorkers responded positively. The decisions behind the sponsorship deal lay on two foundations: that New York is one of its top markets and that the bike-sharing scheme dovetailed neatly with an ad campaign the company ran, based on the transformations it had previously inspired. As well as the unique touchpoints of the bikes themselves, there have been branded billboards, functional benefits for Citi customers and a location-based mobile app. While gathering internal support was a challenge, overall the sponsorship has successfully humanised the brand and delivered useful insights for shaping Citi's future strategy.

18

Small Numbers, Big Insights: A year in the lives of families living with austerity

This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK. View Summary

This paper argues that small scale face-to-face qualitative interviews are still a valuable research method, despite advances in technology and data collection, using the example of a longitudinal research project in the UK. The study repeatedly interviewed (face-to-face and telephone) and collected other details (such as financial information) from 11 families over the course of a year to understand how their relationships and finances interacted and were affected by other life events. It is argued that this research approach allowed a depth and detail of understanding that Big Data and panel surveys do not give.

19

A Whole New World: A new and valuable platform for market research

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Daranee Charoen-Rajapark, ESOMAR, Congress, Istanbul, September 2013

This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life. View Summary

This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life. Explained is the process undertaken to create a quality of life measurement tool and implement it. This method found that the main drivers of wellbeing include personal income/finances, sufficient housing, good physical and emotional health, job stability, family time, leisure time and equal opportunities in terms of education. The role of market researchers in generating insight on quality of life and proposing strategies for public policy are discussed.

This paper presents the findings from research by Viacom International Media Networks, the television network, into the millennial generation in 32 countries worldwide. View Summary

This paper presents the findings from research by Viacom International Media Networks, the television network, into the millennial generation in 32 countries worldwide. The research sampled millennials from a wide range of countries and split them into three waves by age. The majority of research was conducted online except in Saudi Arabia and Morocco where face-to-face interviews were also used. This paper explains the findings, including millennials' hopes, fears, expectations and values. Viacom has used this information in all areas of the business, including content and platform development.

21

My Mum's Throne Room: The technology that defines modernity in a developing world

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Dave McCaughan, ESOMAR, Congress, Istanbul, September 2013

This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research. View Summary

This paper describes the importance of the toilet in people's lives, especially to the global emerging middle class, and uses this to reveal some wider lessons for market research. These lessons include the idea that indirect ethnographic research may offer insights that direct questioning does not reveal, and that connectedness is viewed as both desirable and as carrying risk. It is also argued that research should not just be used to confirm hypotheses, but allow scope for unexpected results to be generated.

This article looks at the trend for long-distance running in Japan, where 20% of the population claims to be a regular runner. View Summary

This article looks at the trend for long-distance running in Japan, where 20% of the population claims to be a regular runner. This has been a relatively new pursuit for many and appears to be growing. This is seen through the widespread interest in long distance relay road races held throughout the country. The activity is predominantly driven for reasons including physical health, stress relief and mental wellness, but also the social aspect. Sports brands such as adidas miCoach and Nike Plus have used technology to good effect in reaching runners.

23

Aetna goes mobile to personalize healthcare

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Stephen Whiteside, Event Reports, CE Week, June 2013

This event report from CE (Consumer Electronics) Week covers an address by Martha Wofford of Aetna, the American insurance provider, about how consumers are increasingly using mobile health tools on smartphones and tablets, and the opportunities this mobile healthcare trend provides to marketers. View Summary

This event report from CE (Consumer Electronics) Week covers an address by Martha Wofford of Aetna, the American insurance provider, about how consumers are increasingly using mobile health tools on smartphones and tablets, and the opportunities this mobile healthcare trend provides to marketers. Aetna has built the CarePass, a digital platform letting consumers create a personal profile and identify their bespoke health goals. It then suggests appropriate apps that should assist them in reaching those objectives and gathers data through this to allow people to monitor and visualise their progress. One important consideration is the need to gain trust to overcome consumer caution related to sharing information.

This article looks at what symbols people around the world think define Japan. These are related to sushi, considered a delicious and healthy food; zen, as people believe the Japanese are calm and at peace with life; and TOTO, the manufacturer of residential equipment and most famous for its computerised toilets. View Summary

This article looks at what symbols people around the world think define Japan. These are related to sushi, considered a delicious and healthy food; zen, as people believe the Japanese are calm and at peace with life; and TOTO, the manufacturer of residential equipment and most famous for its computerised toilets. These symbols correspond to the qualities that Japanese people themselves most define their country: wellness, tradition and technology leadership.

This article looks at the national mood of Japan in March 2013. After the tragedy of the combined tsunami and earthquake two years previously, Japan is showing more optimism for the future. View Summary

This article looks at the national mood of Japan in March 2013. After the tragedy of the combined tsunami and earthquake two years previously, Japan is showing more optimism for the future. This is seen through the current health trend called "locomo", which is shorthand for "locomotive syndrome". It has manifested among the Japanese as a desire to prevent musculoskeletal syndromes that slow the body down and make it less flexible, but can also be seen as a metaphor for the desire for being more flexible, getting more than you pay for, to move forward and get more out of life. This attitude has also been indicated by the Japanese hope for "Abenomics" or "Abemagic" - Prime Minister Abe's economic, trade and foreign relations policies.